The new Keno Let’s Play! campaign brings to life its new brand promise with a transformed identity, new television and radio executions and a new customer experience which will roll out across all touch points.

The refreshed Keno identity was created by Cowan Design and will be updated across Keno’s 3,600 venues during 2015.

Backed by an integrated media campaign created by agency Shannon & Co, the campaign launched last night on Victorian television. The campaign will progressively launch in NSW and Queensland markets over the coming months.

Using the hit ‘I gotta feeling’ by The Black Eyed Peas, Shannon & Co has created an entertaining and exciting communication platform for the brand that extends to radio and digital. Strong retail messages of ‘$1 could win you $1 million’ and ‘play for instant cash wins’ are further supported by an outdoor execution.

General manager marketing, Claire Murphy, said: “This brand transformation and campaign really invites people to think about Keno differently, turning Keno into a talked about part of a fun night out.

“It is designed to engage new and lapsed customers and excite our current Keno players, all with the aim of long term growth.”

Creative director, Ant Shannon, said: “Sociability is so important to making Keno grow.

“Our ‘Let’s Play!’ campaign shows how Keno adds to the buzz of a fun time, and this enjoyment reward is captured with memorable enthusiasm.”

Keno is a high-frequency social lottery style game with a game every three minutes. Twenty numbers are drawn from the 80 available on the Keno game grid. Players need to match the numbers they play to the numbers drawn for the chance to win over $1 million for just $1.

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